Rue21 New Marketing Campaign is Appalling!

Victory! Rue21 has responded to our concerns!

Some victories take place within only two hours of letting our voice be heard while others take much longer, and that is OK.

Victory! Rue21 has responded to our concerns regarding their recent "BAD A$$ Sale" advertising campaign and issued this response:

Thank you for your letter. I want to apologize for having offended you. We sometimes make decisions that once executed, turn out to [be] disastrous – and this was one of those decisions. You can rest assured with the knowledge I have heard, you and other customers of the same opinion will never, ever see anything like this signage in our stores while I hold this position. I can only hope you will consider coming into our stores again.

Sincerely,

Keith McDonough

CEO, rue21, Inc.

No further action is needed, but you can keep their decision in mind especially during the Christmas shopping season.

Together, and with God’s help, we are making a huge difference!

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Original Alert:

1MM typically focuses on issues that air on television, but there is one other issue we cannot ignore: inappropriate ads and giant posters in storefront windows. Next time you are out shopping, you will get much more than you bargained for and not in a good way. Rue21 is currently posting in BIG letters on the front of their stores: BAD A$$ Sale! This is not something you would want to walk by or visit with your family. To be bombarded with posters featuring foul language while you are shopping is not okay.

Parents need to be warned that malls, where teens hang out and families go for innocent outings, have retailers who display posters with curse words in huge font in storefront windows. Rue21 is being unprofessional and irresponsible. Everyone knows that children repeat what they hear and see.

Rue21's website has this same ad displayed prominently on their site.

TAKE ACTION

Please use the information we have provided to contact Rue21 urging them to remove the "BAD A$$ Sale" slogan from their store locations and their website immediately.